Il Italian streetwear brand GCDS, an acronym that stands for “God Can't Destroy Streetwear,” unveiled its Spring 2021 collection with an innovative and fascinating virtual fashion show that involved avatars.
The virtual show GCDS created a fantasy set with sci-fi renderings of real models. Aweng Chuol, Raisa Flowers, Jazzelle Zanaughtti and Ottawa Kwami professionals. And since virtual fashion means (and will increasingly mean) real business, the catwalk also hosted animated celebrity appearances among the public such as Dua Lipa e Anwar Hadid.
Escape from reality
An exercise that fashion has always pursued in some way. The ability to read trends and guide them by the hand is a prerogative of both stylists and futurologists, if we look closely. All aspects of a real-time fashion show were therefore recreated, adding a fantastic mood. Because working on real models and sculpting actual sculptures (often truly extravagant) is a bit the same thing. The virtual parade is even freer from physical limits, and GCDS takes advantage of this to reimagine it in a utopian scenario.
Giuliano Calza, creative director of the company, admits to thinking of science fiction cartoons as a form of escapism from the global pandemic. Indeed, Calza understood all the similarities between fashion and fantasy, and decided that "the show must go on".
Virtual fashion show: a multiform happening
GCDS partnered with the Los Angeles engineering firm iconic to create a digital platform that hosted both the virtual fashion show and entertainment spaces. A games room, social spaces for avatars and backstage access. After the virtual runway, viewers had the opportunity to interact with the GCDS team, ask questions and participate in private short film screenings, or play games with avatars.
All the garments (actually on sale) were created in 3D with great attention to detail. Seams, fabrics, colors and logos: in the chaos of fantasy, they were the most realistic thing of all. Even the hairstyle and makeup were entrusted to industry experts. The “outsourced” task fell to the catwalk specialists Erin parsons e Syd Hayes, who designed the looks of the avatar models of this first virtual fashion show.
By the way: check it out.
First and last show? I doubt it. A format born to stay
GCDS is a pioneer of this virtual catwalk and fashion show format, to satisfy a "young" clientele who is increasingly expert in digital languages and interfaces. With the fashion industry innovating new presentation methods, we may see many more virtual fashion shows in place of GCDS. And the advent of virtual reality will also "democratize" such events, usually reserved (in their physical version) for journalists and VIPs.
More: in the world of virtual reality customers could also simultaneously become models. They could parade with the clothes they intend to buy, testing their performance and interacting with other customers. They could decide to buy the physical dress, or (paying less) just its virtual version, perhaps to wear in some new social space to cross while holding the VR viewers over their eyes.
